Press Releases

MI6 COMMISSIONS FRANK N. MAGID ASSOCIATES FOR STUDY ON GAMING HABITS OF CONSUMERS

MI6 Conference has commissioned Frank N. Magid & Associates, the respected media and entertainment research and consultation firm, to research and report on the habits, behaviors and motivators of today's gamers.

"The purpose of MI6 is to not only provide well-deserved recognition," says MI6’s President Jim Chabin, "but also to increase the effectiveness of interactive marketers. By providing a quantitative consumer study of gamers in the target 13 to 39 age group, we can empower marketers with insight as to what motivates this group to play and buy specific games as well as how to speak to the influencers of the community, providing tangible value to our attendees. It’s the best way I know of for validating the role of this conference among interactive entertainment marketers while also ensuring for their continued success."

The study and its findings are devised to help game marketers choose the most effective media for their console/PC game marketing efforts; understand consumers’ attitudes towards and use of key sources of console/PC game awareness; improve their console/PC game marketing toolbox by improving existing tools and identifying new tools; see first-hand how consumers find out about console/PC games; better understand how gamers share information about new upcoming games; how consumer buzz develops in the gaming space and how to avoid marketing traps and campaigns that consumers reject.

Targeting American consumers between the ages of 13 and 39 who have purchased or received at least one console/PC game in the past 12 months, the gaming study will include a comprehensive online investigation of a national representative survey of 2,000 consumers, examining game awareness sources, marketing strategies, attitudes towards game information, the value of buzz and motivation for purchase as well as general gaming behaviors.

Spearheaded by Frank N. Magid Associates' CEO Brent Magid, Managing Director Mike Vorhaus, Consultant and Research Associate Mark Allenbach and Executive Director of Research Martin Eichholz, the study will be conducted both online and in person, encompassing both quantitative and qualitative components. "The multi-method approach," says Magid, "will guarantee that comprehensive data are available to analyze consumer behavior and attitudes."